Watch Cameroonian New Bell Music rapper Jovi's video for 'CA$H' directed by Ndukong.
Cameroonian pidgin rapper Jovi has continued to experiment with genres and samples ever since he burst on the scene in 2012 with his twisted mbira synth beat on “Don 4 Kwat." Most recently his restlessness led to the release of “CA$H,” an eclectic fusion between Bikutsi and hip-hop that showcased Jovi as an emcee with music sensibilities rooted in Cameroon. The song is a roller coaster blend of Pidgin, English, and French rap with an impressive guitar riff playing in the background. The audio version was originally released alongside a lyric video preview back in April, just a month removed from Jovi's excellent five-track electro-pidgin rap EP Kankwe Vol. 1. Jovi, who also produces under the moniker Le Monstre, founded his label New Bell Music in 2012 with Rachel Applewhite with the intention of bringing Cameroonian music to a wider audience. In a 2013 review of Jovi’s HIV (Humanity Is Vanishing), Bakwa magazine suggested his debut LP marked "the long awaited arrival of a self-assured emcee very conscious of his abilities, the vacuum in the genre, his audience’s expectations, and the right dose of hustle to assert his place.” Jovi continues to fill voids with his latest single and video. Directed by Ndukong (also known as February 16th), the video splices shots from a "CA$H" dance video contest. Watch it below. "CA$H" is out now on iTunes. For more from New Bell listen to singles from Jovi's labelmates Reniss and Sadrak.